Executive summary

The highest sales for a vanilla soft-serve ice-cream cone costing 1 UAE dirham were achieved by an ice-cream cone from McDonald’s, of all places. And this happened in today’s world of huge varieties and flavours in the ice cream category.

What was interesting is that these sales were achieved using the most non-innovative channel: print ads. A medium that is considered to not be lucrative nor effective in today’s digital world.

But these print ads carried 1 dirham coins for free, pinned to each ad, driving redemptions and setting new benchmarks.